For four summers in a row, Webster Bank has rolled out a marketing scheme that few if any other banks can lay claim to: an ice cream truck.
The Webster-branded truck makes stops throughout the regional bank’s four-state footprint during the summer and much of the fall, giving away free popsicles, ice cream sandwiches and other goodies.
Jennifer Hoynes, Webster’s vice president, brand manager, answered five questions about the marketing effort.
PBN: Where did the idea for the ice cream truck come from?
HOYNES: As a mid-sized community bank with a lot of big competitors, we need to think about our marketing tactics a bit differently. So, back in 2008, we brainstormed with our ad agency about how to make a big impact on a more local level, and the idea of the Webster-branded ice cream truck was born. We piloted the program in a few markets and then expanded the program to our entire four-state footprint in 2009. We’re now in our fourth year.
PBN: What’s the message you’re hoping to get out there with the truck? Bankers tend to be from the suit-and-tie crowd. Is there a concern that a Webster’s ice cream truck could undermine that serious side of the bank’s image?
HOYNES: Our intent is to reach into the community with a marketing campaign that is fun and enjoyable for people, and will also present our brand in a positive way. We bring the truck to big events in as many areas of our footprint as possible. As you might imagine, we sometimes have people asking “What’s the catch?” because we are giving away ice cream for free. But there really isn’t a catch. The goal of this program is not to acquire more customers, but to demonstrate our values as a company.
PBN: What kind of goodies does the truck have? You should think about adding Italian Ice to the offerings.
HOYNES: All of the offerings on the truck are real, full-sized Good Humor products. For the summer months, we have Firecracker popsicles, vanilla ice cream sandwiches, and, my personal favorite, the King Kone. During the fall we’ll also offer hot chocolate and bottled water. We’ve found that the Firecracker is definitely the most popular with kids and the most refreshing on a hot summer day!
PBN: This is the fourth year for the truck. How popular has it been? Can you give examples of its popularity? I see the truck has nearly 700 followers on Twitter (@WebsterTreats).
HOYNES: Due to such high demand from our retail branches, we have extended the truck’s run. Over the last three years, we have given out about 175,000 treats to kids of all ages throughout our four-state footprint. Already, we have received an overwhelming amount of positive recognition and feedback from truck visitors.
Our enthusiastic Twitter followers are constantly requesting a visit to their town or local branch. We go to a wide variety of events and can anticipate handing out thousands of ice creams at a single event. We’re getting requests from the event operators to return this year – locally, the Wickford Art Festival asked if we could come back this year, and I am pleased to say that we will be there from 11 a.m. to 4 p.m. on the first day of the festival, July 9.
PBN: What other unconventional marketing efforts such as this might Webster have in the works, or at least might be considering?
HOYNES: Right now, there’s nothing I am able to discuss. But we are constantly looking for creative ways to make a positive impact in our communities.
